Link building services for lawyers and law firms
Editorial links on vetted sites your future clients already read, pointed at your practice area pages. Priced per link, with every paid placement disclosed before you approve it.
- From $149 per link
- No retainer or contract
- You approve every site
What is link building for lawyers?
Link building for lawyers is getting other trusted websites to link to a law firm's site, so search engines see the firm as a credible source for legal searches. The links that help most come from sites on related topics and point at practice area and location pages, not only the homepage.
Why law firm link building is different
Legal pages are held to a higher bar
Google treats legal topics as Your Money or Your Life content, where a wrong answer can hurt someone. Links from trusted, relevant sites carry more weight here, and links from junk sites carry more risk.
Clients search by practice and place
People search for a divorce lawyer in their city or an employment attorney for a specific problem. Links should point at practice area and location pages, not only the homepage.
Bar rules apply to marketing
Lawyers have advertising rules that most businesses do not. Paying someone to recommend you is restricted, so you need to know which placements are paid and how they are labelled.
Which sites fit your practice area
The best legal backlinks come from sites your clients read before they call a lawyer, not from other law firms. This is how we plan publishers for common practice areas.
| Practice area | Sites your clients read | Pages the links point to |
|---|---|---|
| Personal injury | Road safety, car and motorcycle, workplace safety and local news sites | Accident type pages, city pages, what to do after an accident guides |
| Family law | Parenting, personal finance and relationship sites | Divorce, custody and child support pages |
| Employment law | HR, workplace and small business sites | Wrongful termination, wage claims and discrimination pages |
| Business and corporate | Startup, SaaS, finance and small business sites | Formation, contracts, mergers and compliance pages |
| Immigration | Global hiring, HR, expat and study abroad sites | Visa type pages and employer sponsorship guides |
| Estate planning | Personal finance, retirement and senior care sites | Wills, trusts and probate pages |
| Intellectual property | Startup, tech, design and creator economy sites | Trademark, patent and copyright pages |
| Real estate law | Real estate, property investing and home buying sites | Closing, landlord tenant and title dispute pages |
Link building strategies for lawyers: what to do yourself and what to hire out
Some of the best links for a law firm do not need an agency at all. Here is an honest split.
Legal directories
Profiles on Avvo, Justia, FindLaw, Martindale-Hubbell and your state and local bar directories. They are a baseline every firm should have. You do not need an agency to fill them in.
Local and community links
Chamber of commerce, local sponsorships, alumni associations and community groups you already belong to. These come from real relationships, so the firm is best placed to ask.
Journalist and expert quotes
Answering reporter requests as a legal expert can earn links from news and business sites. It takes a lawyer's time and a quick turnaround, so it works best in house.
Editorial links on relevant sites
Original articles on vetted sites your future clients read, with a contextual link to a practice area page. Every site passes a minimum Domain Rating and a minimum real organic traffic.
Pages AI tools cite
Placements on the third party pages that ChatGPT, Perplexity and Google AI Overviews use when they answer legal questions. See generative engine optimization below.
Bar rules, paid links and how we handle them
ABA Model Rule 7.2 says a lawyer may not give anything of value to a person for recommending the lawyer's services, with an exception for the reasonable costs of advertising. Each state adopts its own version, so the exact wording depends on where you are licensed.
Google has its own rule: links that are paid for should be marked rel="sponsored" or nofollow (Google on qualifying outbound links), and buying links to pass ranking value is against its spam policies.
- We tell you before you approve whether a publisher charges a fee to publish.
- We tell you how the publisher labels the post, and how it marks the link.
- Articles are written for readers, and you can review every legal statement before it goes live.
We are not lawyers and this is not legal advice. If you are unsure, ask your state bar's ethics hotline before you approve a placement.
How our law firm link building works
- Step 1
Practice areas and pages
You tell us your practice areas and locations. We review the pages you want to rank and the firms above you.
- Step 2
Publisher shortlist
We check our vetted publishers for sites that match your practice area, and tell you honestly if supply is thin.
- Step 3
Your approval
You approve every publisher, topic and anchor. We tell you if a publisher charges a fee and how it labels the post.
- Step 4
Content and placement
Original articles written for each publisher's readers. You or your team can review the legal points before they go live.
- Step 5
Report and re-checks
Each live link is reported with its URL, metrics and attributes, then re-checked by our daily link monitor.
AI SEO for lawyers: getting named in AI answers
More people now ask ChatGPT, Perplexity or Google's AI Overviews questions like "do I need a lawyer for a wrongful termination claim". These tools build their answers from third party pages they already trust, such as guides, roundups and directories.
Our generative engine optimization service finds the pages AI tools cite for your practice area and places your firm on them. An AI visibility audit costs $199 and is credited to your first order.
Law firm link building pricing
Every tier needs a minimum Domain Rating and real organic traffic. Both must pass.
| Moon | DR 30+, 1,000+ traffic | $149 |
| Planet | DR 50+, 3,000+ traffic | $279 |
| Sun | DR 70+, 10,000+ traffic | $499 |
Want to test first? First Light: 3 Moon links for $399.
Full pricing and monthly plansWhat we can and cannot offer law firms
We are a link building agency for SaaS and B2B, and we are new to legal. We do not have law firm case studies yet, and we will not pretend otherwise.
Our vetted publishers are strongest in business, HR, finance and tech. That fits business, employment, immigration and IP firms well. For other practice areas we check supply first.
How we vet publishersRed flags when hiring a law firm link building agency
Whoever you hire, watch for these. Want to check links you already have? Our free dofollow link checker shows whether each one is live and how it is marked.
A fixed number of links for a fixed price, sites unnamed
Bulk packages usually mean sites that sell links to anyone. You should see every site before you pay for it.
DR shown, traffic hidden
Domain Rating is easy to inflate. In our own vetting, 13 sites had DR 40+ but under 500 monthly visits. Ask for real organic traffic too.
Ranking or timeline guarantees
No one controls Google. A promise of page one by a date is a sales line, not a plan.
Sites with no link to the law or your clients
A casino blog or a general news farm that covers everything is not relevant to a law firm, and it is a risk on a legal site.
No answer on paid links
If an agency cannot tell you which placements are paid and how they are labelled, you cannot check them against your bar's rules.
Link building for attorneys: FAQ
What is link building for lawyers?
Link building for lawyers is getting other trusted websites to link to a law firm's site, so search engines see the firm as a credible source for legal searches. Good links come from sites on related topics, such as business, HR or personal finance sites, and point at practice area and location pages.
How much do link building services for lawyers cost?
Most law firm link building agencies sell monthly retainers and only quote after a call. We price per link: $149 on Moon (DR 30+, 1,000+ monthly organic visits), $279 on Planet (DR 50+, 3,000+ monthly organic visits), $499 on Sun (DR 70+, 10,000+ monthly organic visits). A 3 link trial costs $399. There is no retainer or contract.
Is paying for links allowed under bar rules?
We are not lawyers and this is not legal advice. ABA Model Rule 7.2 says a lawyer may not give anything of value for recommending the lawyer's services, but may pay the reasonable costs of advertising. States adopt their own versions, so check your state bar's rule or its ethics hotline. Google also asks that paid links use rel="sponsored" or nofollow. We tell you before you approve whether a publisher charges a fee and how it labels the post.
What are the best link building sites for lawyers?
Start with legal directories: Avvo, Justia, FindLaw, Martindale-Hubbell and your state and local bar directories. After that, the best sites are the ones your clients already read, which depends on your practice area. An employment firm gains more from an HR site than from a general legal blog.
Do you do link building for personal injury lawyers?
We can, but our vetted publisher list is strongest in business, HR, finance and tech, which fits business, employment, immigration and intellectual property practices best. For personal injury we check publisher supply first and tell you honestly if we cannot find enough good sites.
How long does law firm link building take to work?
Usually a few months. Search engines first have to find and process each link, and results depend on your site, your market and the firms you compete with. Competitive practice areas in big cities take longer.
Do you handle local SEO, citations or Google Business Profile?
No. We focus on editorial links and pages AI tools cite. Directory citations and your Google Business Profile are worth doing, and most firms can handle them in house or with a local SEO specialist.
Get links on the sites your clients already read
Tell us your practice areas, locations and the pages you want to rank. We will check publisher supply and come back with sites for you to approve.
Get a law firm link plan